Whilst on the subject of Aga baking and outfits that match rustic and shabby chic interiors yesterday in the Suno post, I forgot that some time back in October, I went to a fashion press viewing like no other, one that fits right into my daft imaginations of the good life. In a greenhouse on a rooftop in Daikanyama in Tokyo, a label called ASEEDONCLOUD (yes, it needs to be capital letters and yes, the words need to be strung along without spaces) designed by Kentaro Tamai presented its S/S 12 collection that can only be described as "countrified ethereal", an aesthetic that I find difficult to articulate yet witnessed so much of each time I've been in Tokyo this year.

Broadly speaking, the look is less dwelt upon compared to the colourful, hyper cray, Fruits-type imagery is an altogether quieter and more naturalistic approach. I touched on 'mori girl' dressing before and this I suppose is its more sensible offshoot. Victoriana, American workwear and traditional craft all play into this idealisation of what one might wear in the countryside. This in turn has inspired an urban interpretation where aprons, layers of natural toned cottons and an appreciation for bygone simplicity can be seen on guys and girls. Actually I think this was the predominant strand of streetstyle that I saw when I was walking around Harajuku, as opposed to the OTT looks that have seeped into the Western view of Tokyo streetstyle.

Tamai may or may not be consciously catering to this particular style tribe but after breaking away from his former label writtenafterwards, it's clear that ASEEDONCLOUD has a gentler approach that goes hand in hand with his appreciation for wonderful textiles and an aesthetic that may well look like it should be photographed in sepia tones. Of course, it does mean that each collection isn't going to shift forward leaps and bounds. That's fine though. You're going to appreciate Tamai's cotton shirts and smocks from season to season with variations in palette and motif. For S/S 12, you have prints derived from botanical books, Swiss cottons embroidered with village scenes and trousers that come with a wrap over half apron for all that err… country type activities you're supposed to be doing. There are even pockets on jackets that are lined with the intended list of contents – a flower, a ruler and two pens. Why two? I'm not sure. Probably for all that sketching of flora and fauna and jotting down of poetry and organic food recipes that you're supposed to do whilst wearing the jacket.

I suspect that these countrified layers by ASEEDONCLOUD go hand in hand with a lifestyle that radiates from this forthcoming film Shiawase no Pan directed by Yukiko Mishima (literally I think it means Bread of Happiness or Happy Bread…). The trailer tells me that it's the sort of film that you'd watch if you the big bad world out there was really freaking you out. I see amazing baked goods, cotton layers and buckets of organic radishes galore in this film – a recipe for happiness for all those that yearn for the good life. ASEEDONCLOUD could slot right into this haven perfectly, judging by the main character Rie's outfits…

This is fantastic! I love the socks, the pink (or is it red and white?) dress, and all the white lacy-ness. I’ll have to put this on my list for when I go to Tokyo. Do you know what the price point is? Thank you for posting!

I love the play on proportions in the third photograph, with the long blazer and high waisted maxi skirt. These clothes are quite nice and the way they’ve set up the shoot really show off the clothes themselves. Thanks for sharing!

What a cool label!!!I love how organic and AWESOME everything is…that floral print with the flowers and herbs on it is the best! And that video is too cute beyond words! I wish I understood it! I love her Vidal Sassoon haircut! Susie, we wish you a super fabulous 2012!!! We love your blog and your style is the best in the world!!!!
kisses
xoThe Beckerman Girlshttp://www.BeckermanBitePlate.com

i love the way you layout ur photos, the order of them makes it so easy to get a sense of the entire collection’s mood. you did a great job featuring them and u took specially great photos with this one! lovess it!http://style-niche.blogspot.com

Beuatiful! I love these combinations! The androgynous combos are absolutely gorgeous and I am going to emulate them!! Thanks for the great spread.
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Thanks

Not sure if my comment posted earlier! Great post- styling is so forward-thinking and very refreshing to see pure fashion at its best. The Bubbles necklace complete with wand and bubble liquid in the penultimate picture is by talented designer Claire English. You can buy it here: http://boticca.com/claire-english/the-bubbles-necklace/